$50 Mil. Polaroid Taps Havas Shops

BOSTON Seeking to remake its tarnished image, Polaroid has chosen Havas’ Euro RSCG Worldwide for its global ad account following a review; sister shop MPG will manage media services, the client said on Monday.

Worldwide ad spending could top $50 million, sources said.

The work had been with Publicis Groupe’s Leo Burnett and Starcom, both in Chicago, for the past three years.

Euro RSCG MVBMS Partners in New York will serve as lead agency for Waltham, Mass.-based Polaroid, handling the development of creative to be adapted by network partners in markets worldwide including Europe and Japan, the client said in a statement.

Euro RSCG beat out Havas’ Arnold in Boston, Publicis-backed Bartle Bogle Hegarty in New York and possibly one undisclosed shop in the final round of a review launched in July, sources said.

“The Euro RSCG team members demonstrated a keen understanding of our brand vision,” said Polaroid senior director of brand communications Linda Lewi in a statement. “They showed us a strategic road map for how to get the message out.”

Adrift through most of the 1990s as its sales slumped and its instant photography products fell out of fashion, Polaroid emerged from bankruptcy in July 2002 as a private company. Ad spending had fallen drastically of late, with sources estimating the global spend through Euro RSCG around $50 million, down from the $150 million Polaroid spent worldwide in 2000 when it hired Burnett and Starcom.